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The launch of Van Dal’s new collection was truly a work of art - canvasses bearing six foot images of the new season’s range adorned the walls of a gallery, as retailers were treated to a very artistic preview before the exhibition opened to the public
The creative concept of magnifying six inches of shoe to epic proportions formed the centrepoint of a new marketing campaign – but when the images were created their impact was such that all the partners involved agreed they must be shared firsthand, and ‘The Fine Art of Footwear’ was born.
The three-day public exhibition, at The Forum in Van Dal’s home town of Norwich, included behind-the-scenes photography capturing Florida Group staff who starred alongside the new footwear. Supporting information told the story of the campaign in A Very Unusual Day at the Van Dal Factory.
Local photographer Pete Huggins brought to life this inspired brainchild of Norwich marketing agency, The Works, for Van Dal.
Simon Goodman, Van Dal’s Chairman and Managing Director, said: “We wanted to offer something different this year to both capture our retailers’ imagination and make the unveiling of our new range as exciting as possible.
“We had great fun creating the art work with our partners The Works and Pete Huggins and we are very proud to be able to celebrate the meeting of some top local minds at a top local landmark.”
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